Written by Lee Nelson
Reading Time: 7 min
In the ever-changing and complex world of real estate, REALTORS® who showcase their value and expertise will continue to be successful.
“I think as an industry, we haven’t done a good job of communicating our value,” says Jayme Ahlden, a sales manager and REALTOR® at Berkshire Hathaway HomeServices Central Illinois, REALTORS® in Champaign. “We do so much behind the scenes to keep our transactions running smoothly and don’t necessarily convey that to our clients.”
She said she believes because of this; some people are under the impression that the job of a REALTOR® is easy and unnecessary.
“In the realm of real estate, it’s essential to shift our focus from the financial aspect to the quality of service we provide,” says Tracey Royal, Vice President of Agent Development, Coldwell Banker Realty in Oak Park. “By prioritizing service over financial gain, we can create a more client-centric approach. It’s about building a relationship based on trust, respect and mutual understanding.”
She believes that by perfecting service, REALTORS® can enhance the buying experience for their clients.
“Not only does this approach lead to more fruitful transactions, but it also helps to elevate the perception of our industry as a whole. It’s a win-win situation for everyone involved,” Royal says.
The National Association of REALTORS® offers a free download of 105 More Ways REALTORS® Are Worth Every Penny of Their Compensation to help with more ideas on working with buyers. It gives all types of tips from counseling session activities to building a relationship to showing properties.
Four Illinois REALTORS® share their top ideas on how agents can show buyers the value in what you do
Jayme Ahlden
Berkshire Hathaway HomeServices Central Illinois
Leslie McDonnell
RE/MAX Suburban
Tracey Royal
Coldwell Banker Realty
Carol Shaffer
Bower & Associates Inc., Realtors
Do the “heavy lift” during initial consultation
“I delve into a series of questions, some of which may seem irrelevant to other agents, and some that might initially be slightly uncomfortable to the client,” says Royal. “It’s crucial for me to grasp the intricate details of a buyer’s desires and necessities.” She does this by setting expectations for the market, establishing the best communication methods, identifying decision makers of the transaction, understanding purchase timelines, discussing a buyer’s availability for home tours and identifying their motivation for purchasing a home. These are all vital to her onboarding process. “It’s essential for me to comprehend my client’s mindset while fostering trust and rapport from the outset.”
Refer them to good people
Getting buyers lined up with a reputable lender and a thorough inspector are important steps to helping clients have the best outcome, says Leslie McDonnell, team leader and Associate Broker at RE/MAX Suburban in Libertyville. “Also, recommend certain inspections that are not typical like sewer scope, radon test and fireplace inspection.” Help buyers understand that snafus can come up in appraisals, insurance and other areas, she adds.
Create videos
“I have a YouTube channel, and I post roughly two videos a week on YouTube and social media,” comments Ahlden. Some are community focused, others are real estate focused, and some are just targeted to her clients or other agents. “These videos have not only put me in a position of authority, but they have allowed me to express my creativity in fun ways. You could record videos to share with your clients during certain points in the transaction process. I have videos I share with my clients about the importance of an attorney, what they should bring to a closing, when they should turn off utilities and more.”
Update your presentations
If you haven’t already been updating your buyer’s presentation and seller’s presentation post-NAR settlement, now is the time,” Ahlden adds. “I have created books for my buyer clients and seller clients about what they can expect when working with me and during the transaction process. After we have our initial consultation, I give them a copy of the book and tell them it’s just an additional resource for them to reference.”
Look and act professional
“I feel the utmost important way a REALTOR® can portray themselves is by first impression,” says Carol Shaffer, Owner/Managing Broker at Bower & Associates Inc., Realtors in Quincy. “I have been taught ‘Dress for Success.’ A real estate agent’s schedule is very flexible and always changing, and there may be days you are not busy. But you still get up, get dressed, and go network, go to lunch, go to a coffee shop and more. Get up and get out.”
Blow your own trumpet
“I think that if a REALTOR® has certain designations, that they just need to be consistent with marketing themselves with those designations,” says Shaffer. “Do a Q&A on what they stand for and what they mean to the client. Designations are all about the extra education and knowledge a broker is willing to get.” Ahlden puts her designations on her LinkedIn page and in her client’s books. “I go over my various designations and give a quick summary of what those designations mean to me, and the value consumers can expect from them.”
Be transparent with service delivery
“We make full use of the marketing resources provided by our brokerage along with other industry tools to clearly outline our services,” says Royal. “This approach, which breaks down our role into step-by-step tasks, dispels any misconceptions about our role when representing buyers. We highlight the benefits of exclusive representation and also bring to light any potential challenges that may arise without it.” This transparency allows clients to fully comprehend the depth of the agents’ and the brokerage’s commitment and the extent of the services.
Build strong relationships with other REALTORS®
“Who you work with is everything, especially when competing with other offers,” says McDonnell. Sometimes, it can be an agent’s reputation that will determine whether or not a client gets a home. “All things being equal in competitive situations, agents who network and know each other can make sure the sellers know that this agent has great clients and a good reputation.”
Stay informed and educated
“It is vital for us to stay updated with industry news, trends and upcoming changes, especially those related to compensation,” says Royal. “This knowledge enables us to answer client questions accurately, thereby debunking myths and misinformation about the real estate industry. By guiding our clients through these changes from a positive standpoint, we showcase our expertise and commitment to their best interests.”
Be approachable and quick
“Clients are looking to purchase and not wanting to wait,” says Shaffer. “As a broker, you have to be a great communicator, and you have to be highly responsive. You must invest in networking, and more importantly build a reputation for the quality you provide overall to your clients.”
“Most clients think that all we do is open doors and get them in houses, and don’t realize what happens behind the scenes,” McDonnell adds.
But she and the other REALTORS® know that by educating clients and potential clients, they may begin to understand the value REALTORS® bring to the transaction. Shaffer had first-time homebuyers that didn’t really understand the whole process until she sat down with them and talked in detail about the steps.
“Many times, they just kept saying – ‘You help do that?’ Yes, I help do that,” she says. “I like to tell them that I worry for you when you didn’t even know you should be worrying.”
About the writer: Lee Nelson is an Illinois-based writer whose work regularly appears in REALTOR® Magazine and other industry publications.
